In the first paragraph of Shema we are told first the mitzvah of education and then the mitzvah of tefillin. The order is reversed in the second paragraph. What is the significance behind this change in wording?

If G‑d wants us to "perform the true service simply because it is true," why does He distract us with promises of recompense? Is it a proper to give someone an incentive if it's essentially not in his or her best interest?